From Geek to Peak

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Yes, that’s right, I’ve made plenty of pennies helping companies establish blogs, online campaigns, and microsites–not to mention social networks, et cetera, et cetera. 

For the solo freelancer or consultant, though, there’s some value to the old-fashioned high-touch (as opposed to new-fangled high-tech) approach. For example, meeting prospective clients face to face, shaking their hands at a social gathering, reading their body language at a conference, sharing drinks at a networking hour, or giving a talk to a group of colleagues can advance your career in ways that a more automated email campaign or LinkedIn profile can’t.

Furthermore, I’d argue that taking it slow can reap huge rewards no matter how you conduct your marketing efforts. For example, if you attend a networking event, having three 20-minute conversations with new people is better than having twenty 3-minute conversations. Having three fantastic testimonials on your web site is better than having ten mediocre ones.

In the end, I find it amusing that all of our terrific 21st century technologies just make it easier for us to conduct business like in ancient times: it all comes down to relationships and communication. In the old days, if you wanted to buy from a trader, you went with the guy your friends and family trusted. You made a name for yourself as a businessman by delivering on your promises, one job at a time.

It’s easy to forget that in this hyper-quick world of blogs, social network sites, and 200 emails a day.